Job Description

Victorian Racing Club VRC – Flemington VIC

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Customer Engagement Lead

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Reporting to: Membership Manager

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Purpose

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To lead the development and delivery of member engagement strategies, experiences and value propositions that drive retention, loyalty and advocacy, while ensuring VRC delivers best-in-class member experiences across race day and non-race day touchpoints.

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Stakeholders

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Internal: EGM, Senior Managers across the business, Membership, Ticketing & Customer Operations, Marketing & Communications and wider VRC team

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External: Members, general public, industry stakeholders, suppliers, talent, event partners, providers, sponsors, festival associates, international affiliates.

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Focus

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Member Engagement Programs

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- Lead the planning and execution of member engagement initiatives aligned to the overall membership strategy.
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- Lead member experiences across race day and non-race day events.
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- Assist in the delivery of member onboarding programs to ensure a seamless and welcoming experience for new members.
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- Support the implementation of retention initiatives and member value propositions across key member segments.
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- Assist in the delivery of annual events calendars and member communications in collaboration with CRM and Events team
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- Lead the development and execution of member offers and benefits through sponsor and partner relationships.
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Member Experience & Insights

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- Collect and analyse member insights, survey results and market research to inform engagement initiatives in collaboration with Membership Services team and Research and Insights team
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- Support customer journey mapping activities and identify opportunities to improve the end-to-end member experience.
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- Monitor member sentiment and implement initiatives that improve member outcomes.
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- Lead the development of initiatives that enhance race day and non-race day experiences.
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Race Day Experience Delivery

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- Provide a member focus planning and delivery of member events and experiences across all race days, including Melbourne Cup Carnival.
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- Collaborate with Events & Experience teams to create and deliver race day experiences that deliver value to members.
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- Lead internal stakeholder groups to coordinate member engagement initiatives.
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- Support member issue resolution and escalations as required.
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- Identify and implement sponsor and partner opportunities that enhance member race day experience.
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Process Improvement & Operational Excellence

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- Identify opportunities to improve engagement processes and member experiences.
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- Maintain documentation and records relating to member programs and initiatives.
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- Support the implementation of recent systems, technologies and processes that improve engagement outcomes.
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- Implement new programs, processes and technologies that enhance engagement outcomes.
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- Monitor program effectiveness and provide recommendations based on insights and performance.
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Success Measures (KPIs)

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- Achievement of retention and engagement targets.
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- Increased participation in member programs and experiences.
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- Improvement in member satisfaction metrics.
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- Successful delivery of engagement initiatives within budget.
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- Increased utilisation of member benefits and offers.
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- Continuous improvement opportunities identified and implemented.
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Core Capabilities

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- Significant experience in membership, customer engagement, loyalty, marketing or events.
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- Experience developing engagement and retention strategies.
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- Strong stakeholder management and influencing skills.
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- Experience using customer insights and data to drive outcomes.
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- Demonstrated project management capability.
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- Excellent communication, presentation and facilitation skills.
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- Strong commercial acumen and customer focus.
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- Ability to lead initiatives across multiple teams.
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- Experience with CRM systems and customer journey design.
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Values

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Think VRC: We deliver with one purpose and plan. We're one VRC team.

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Create Joy: We design every experience, for our members, customers and each other, to create joy.

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Be Gutsy: We are grounded in our heritage; we're brave and curious in our pursuit of a bigger future.

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F-Learn: We fail but learn, treating setbacks as opportunities for growth.

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Care Deeply: We genuinely care about each other: our people, our members, are customers and our community.

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📌 Customer Engagement Lead (Victoria)
🏢 Victorian Racing Club VRC
📍 Victoria